HP INSTANT INK: BACK-TO-SCHOOL ALRIGHT (EARNED: SOCIAL, DIGITAL)
With everything parents have going on during back-to-school season, how do you get them interested in signing up for HP Instant Ink’s PTA Fundraiser? By partnering with actor/father Justin Baldoni to turn the Backstreet Boys’ iconic “Everybody” (Backstreet’s Back) into a back-to-school anthem they can relate to, and use it to spread the word.
This social-first tentpole owned the season, driving 589M impressions, 100% positive sentiment, 47 earned placements (100% key message pull-through), and a 200% lift in site traffic.
PRESS: People / UsWeekly / Yahoo! / ABC / Campaign / Mom.com / Parents.com
RESULTS REEL
